Forward to the Past

Nostalgia is making a comeback (again). Maybe it's the recession - maybe it's ageing marketers!

Every country has it's story of the past: and every generation adds to that story. Our own research shows that consumers are 'imprinted' by their experiences in their 20s: such that the decade in which they joined the adult race remains in their memory as the best decade of their lives.

But be careful about nostalgia: the past is another country and they do things differently there. Unless you are Hovis of course.